Senior Manager, Social Media Marketing

The Marketing team at MoMA is part of the External Affairs department, which leads the Museum’s strategic vision for development and fundraising, special programming and events, membership, marketing and creative strategy, and communications and public affairs.

Marketing brings together experts in strategy, content, and audience development to expand MoMA’s reach and deepen engagement, supporting the museum's visitation and revenue goals. Grounded in MoMA’s mission to share the art of our time, the team builds meaningful connections with new and existing audiences. Social media is a key pillar of this work, serving as a powerful platform to extend MoMA’s influence, spark dialogue, and drive audience growth.

The Senior Manager, Social Media Marketing plays a pivotal role in shaping MoMA’s digital presence, leading strategy, content development to support visitation and revenue. Reporting to the Associate Director, Marketing, this role oversees all of MoMA’s social channels, ensuring the Museum remains the most followed art institution in the world. They set the vision for how MoMA shows up across platforms, constantly pushing creative boundaries to engage new and existing audiences. Managing the Social Media Coordinator, they amplify MoMA’s dynamic program calendar while keeping the Museum at the center of global cultural conversations.

Main responsibilities include:

Social Media Strategy and Development

• Develops and executes MoMA’s social media strategy aligned with institutional and marketing goals to grow audiences, drive engagement, and support visitation and revenue needs.
• Oversees all social media channels, including Instagram, Threads, Facebook, WhatsApp, TikTok, LinkedIn, and X, ensuring best-in-class content and a cohesive brand voice.
• Evaluates and determines which social media platforms the museum should be active on, adjusting presence as needed based on cultural and technological shifts to best serve the institution’s mission and audience.
• Leads content ideation and development, bringing strategic insights to enhance storytelling and audience connection.
• Collaborates with the Design Team to ensure visual alignment with MoMA’s identity.
• Launches new content initiatives, staying ahead of trends and optimizing strategy based on cultural conversations, audience behavior, and content performance.
• Engages with relevant brands and institutions to strengthen MoMA’s presence in the cultural landscape.

Campaign Management

• Drives social media campaigns for exhibitions, programs, cultural moments, and institutional initiatives, ensuring alignment with marketing and institutional objectives.
• Partners with Marketing, Design, Content, Membership, Communications, Digital Product, Learning and Engagement, Retail, and Curatorial teams to create integrated campaigns.
• Implements paid social media strategies to maximize reach, engagement, and impact.
• Collaborates with paid media agencies on campaign planning, execution, and optimization.
• Manages the agency for WeChat and Weibo, overseeing strategy and content to engage MoMA’s audience in China.

Analytics and Reporting

• Applies a performance-driven approach to measure success, track growth, and refine strategy.
• Provides regular reports on key performance indicators (KPIs), using insights to optimize content and campaigns.

Leadership and Development

• Manages and mentors the Social Media team, fostering creativity and innovation.
• Builds relationships with external partners and influencers to expand reach and engagement.
• Identifies opportunities to evolve MoMA’s social media strategy and contribute to broader marketing goals.

Requirements:

• Bachelor’s degree, and five or more years’ experience in social media strategy, content marketing, and campaign management, or equivalent.
• Strong understanding of multimedia content creation for digital platforms.
• Excellent communication and collaboration skills, with experience working across teams and with external partners.
• Leadership experience with a track record of mentoring and team development.
• Passion for the arts and a deep understanding of MoMA’s mission and audience.

Supervises: Social Media Coordinator

Reports to:   Associate Director, Marketing

Salary Range:  Minimum of $83,000 to a maximum of $113,000 per annum

Application instructions: To apply, please visit MoMA Jobs.  Applicants should submit a resume and a statement of interest.